Alternate content: Ephrata Main Theatre looks beyond Hollywood

First-run films are one thing, but the Ephrata Main Theatre and CAFÉ are now looking to provide more than just Hollywood blockbusters. In August, the theater offered the live film, “Aerosmith Rocks Donington,” which catalogs the band’s June 15, 2014 concert at Donington Park motor speedway in Leicestershire, England. The special programs continue with “Daryl Hall & John Oates: Recorded Live in Dublin” on Sept. 11 and “The Vatican Museums” on Sept. 17.

“We had a small crowd for Aerosmith, but they were very enthusiastic and really enjoyed it,” said CAFÉ Managing Director Terry Kreider.

The decision to look beyond Hollywood was a financial and community-focused decision. Hollywood films claim a percentage of the box office sales from theaters to make their money. An expected blockbuster could sometimes run as high as 90-10, with 90 percent of each dollar going back to the studio and 10 percent staying with the theater. Usually weekly, the percentages lower in favor of the theater. The longer a movie runs the better the percentage, but there is no guarantee people are going to attend a show three or four weeks after its opening date. This is how a theater can struggle to bring in revenue.

Ephrata Main Theatre looked to Philadelphia-based SpectiCast (formerly the entity known as Prism) to find something different while maintaining a selection of first run films.

“They go around and film alternate content and offer it to theaters. They have everything from the English National Opera to independent films,” said Kreider. “We started looking at what they were offering and tried to decide what would work for our community.”

The SpectiCast relationship makes financial sense for the small theater. With SpectiCast programming, the theater can eliminate the gamble on revenue from interested viewers. There is no up-front charge for the SpectiCast programs and profits are split 50/50.

“We don’t take a big risk,” explained Kreider.

“Daryl Hall & John Oates: Recorded Live in Dublin” was filmed at Dublin’s famed Olympia Theatre on July 15, 2014. The concert features all six of the band’s number one hits and dozens of other top 40 songs. To achieve the total concert experience the theater has brought in show quality speakers from Woodcrest Audio.

“We have the actual concert sound experience,” said Kreider.

“Daryl Hall & John Oates: Recorded Live in Dublin,” a concert film, will be screened Sept. 11 at 9 p.m. at Ephrata Main Theatre.

The event is sponsored by St. Boniface Craft Brewing Company and their selection of beers will be sold exclusively during the concert. Wine and cocktails will also be available as well as a full concession stand.

“We thought Aerosmith and Hall & Oates would be different demographically, but there might be a crossover. We just thought it would be something the community would like,” said Kreider.

The theater will be transformed from classic rock venue to historic art gallery on Sept. 17 with the showing of “The Vatican Museums.” The Marco Pianigiani (director of 2012’s “The Sistine Chapel”) work details art collected by Popes over the past 500 years. Artists featured include Michelangelo, Raffaello, Leonardo da Vinci, Dali, Van Gogh, Caravaggio, and many others. The entire filming process took over four months.

“You will have the impression of entering into something truly marvelous and intriguing: the story and destiny of mankind,” wrote Antonio Paolucci, director of the Vatican Museums.

“It’s a great art history lesson. People are really excited when they hear about it,” said Kreider. “We are very excited to be able to do this stuff and hopefully it will catch on. What I love is that half of the people who came to Aerosmith have never been to the theater before.”

“Daryl Hall & John Oates: Recorded Live in Dublin” starts at 9 p.m. on Friday, Sept. 11; admission is $10. Tickets to “The Vatican Museums,” on Thursday, Sept. 17 are also $10 and the virtual tour starts at 7 p.m. Tickets can be purchased at the box office or online at ephratamain.com.

Michael C. Upton works as a freelance writer specializing in arts and leisure, covering subjects ranging from funk punk to fine wine. He invites your comments and suggestions at facebook.com/SomebodiesProductions.